28%
5% YoY
#2
Summary
- Google Ads ranks #2 within the Paid Ads category, maintaining its position month-over-month.
- As of September 2026, 28% of organizations who have a vendor in the Paid Ads category use Google Ads: up 5 percentage points from last year.
- Google Ads has the highest adoption among mid-market companies (42%), compared to enterprise (41%), small-to-medium businesses (23%), and micro-SMB (18%).
- Google Ads key capabilities include search and display advertising, audience targeting, bid automation, and conversion tracking, supporting paid acquisition at scale.
Are businesses buying Google Ads?
Key stats
28%
5% YoY
Mid-Market, 52%
16%
22%
#3
#2
Adoption Rates by company size
| Company size | Adoption rate |
|---|---|
| SMB | 23% |
| Mid-market | 42% |
| Enterprise | 41% |
About Google Ads
Google Ads is a digital advertising platform that enables businesses to run search display video and shopping campaigns across Google properties and partner networks.
About this data
These insights come from Ramp’s procurement and renewal data, built on real-world transactions observed across our platform. Figures represent aggregated observations from Ramp Procurement and Renewals activity.
| Date | New adopter share | Competitor switch rate | Dominant FTE segment | Adoption rate (Enterprise) | Adoption rate (Mid-Market) | Adoption rate (SMB) |
|---|---|---|---|---|---|---|
| Aug 2026 | 16% | 22% | Mid-Market, 52% | 41% | 42% | 23% |
| Jul 2026 | 18% | 22% | Mid-Market, 52% | 41% | 42% | 23% |
| Jun 2026 | 20% | 22% | Mid-Market, 52% | 39% | 40% | 23% |
| May 2026 | 15% | 22% | Mid-Market, 52% | 38% | 39% | 22% |
| Apr 2026 | 16% | 22% | Mid-Market, 53% | 37% | 38% | 22% |
| Mar 2026 | 13% | 21% | Mid-Market, 54% | 36% | 38% | 21% |
| Feb 2026 | 12% | 21% | Mid-Market, 54% | 34% | 38% | 21% |
| Jan 2026 | 15% | 21% | Mid-Market, 55% | 35% | 38% | 21% |
| Dec 2025 | 15% | 21% | Mid-Market, 56% | 35% | 37% | 21% |
| Nov 2025 | 13% | 21% | Mid-Market, 57% | 33% | 37% | 20% |
| Oct 2025 | 18% | 21% | Mid-Market, 56% | 33% | 36% | 20% |
| Sep 2025 | 12% | 20% | Mid-Market, 56% | 32% | 35% | 19% |
| Aug 2025 | 15% | 21% | Mid-Market, 57% | 32% | 35% | 19% |
| Jul 2025 | 16% | 20% | Mid-Market, 56% | 31% | 34% | 19% |
| Jun 2025 | 13% | 20% | Mid-Market, 56% | 33% | 34% | 19% |
| May 2025 | 15% | 20% | Mid-Market, 57% | 32% | 34% | 20% |
| Apr 2025 | 12% | 20% | Mid-Market, 56% | 29% | 33% | 19% |
| Mar 2025 | 12% | 20% | Mid-Market, 56% | 29% | 32% | 20% |
| Feb 2025 | 13% | 20% | Mid-Market, 56% | 29% | 32% | 20% |
| Jan 2025 | 14% | 20% | Mid-Market, 56% | 29% | 32% | 20% |
| Dec 2024 | 12% | 20% | Mid-Market, 58% | 30% | 32% | 20% |
| Nov 2024 | 12% | 20% | Mid-Market, 58% | 27% | 32% | 20% |
| Oct 2024 | 14% | 20% | Mid-Market, 57% | 26% | 32% | 20% |
| Sep 2024 | 15% | 20% | Mid-Market, 57% | 27% | 31% | 20% |
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